A tenfold increase in banner click-through

Banner advertising does not normally produce a high clickthrough rate. 0.1% is not uncommon and 0.5% can be considered to be successful campaign. TradePiper, a new banner service provider, has entered the field and is delivering click-through in the range 1% to 5%, or even higher.

Success has been achieved in campaigns for a number of the UKs largest national retail chains by producing banners for every outlet and displaying them on local community web sites or national portals. All viewers are local shoppers seeking local information from the web. They respond more readily to banners that are relevant to the information being sought and close to where they live.

A click-through on TradePiper banners delivers three additional invaluable advertising features; full local branch details and product offer, branch location map and a printable promotional or discount voucher. All TradePiper advertising is designed to attract people to visit their nearest branches.

An initial two-month trial featured fifteen national advertisers in a number of retail categories, eg Comet electrical goods, Jessops photography, Harvester restaurants, Daewoo cars and Majestic wines. A pool of over 1500 localised TradePiper banner advertisements was created and delivered to affiliated local community web sites such as manchester.com, bromleynet.co.uk and nottingham.uk.net. 55,000 unique advertisements were served with an average click-through rate greater than 2%. The best, however, was over 20%, achieved by Dagenham Motors promoting 5000 off the cost of a 16,000 car.

TradePipers unique advertising provision creates the opportunity to deliver very precise targeting by geographic, demographic and psychographic profiling. Wastage of advertising is minimised and, as consumers print their own vouchers, saving of at least 75% on the cost of promotion can be achieved.

For more information go to the TradePiper web site, www.tradepiper.co.uk, email info@tradepiper.co.uk or contact Dr Leonard Anderson on 44 (0) 1483 77 2324.